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NBDA and HLC Continue Partnership to Support Buy Where You Ride Retailer Event Fund 2023

Published March 10, 2023

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Irvine, CA: The National Bicycle Dealers Association (NBDA) and HLC have announced continuation of partnership for an exclusive program formed in 2022 that supports and enhances Specialty Bicycle Retailers’ thoughtfully organized, inclusive events. The Buy Where You Ride Retailer Event Fund directs resources to aid in the planning and execution of retailer events across North America. The program, designed to highlight the positive benefits that a retailer can expect from strong relationships with associations, distributors, and brands – had a direct positive impact on dozens of retailer’s business and communities in 2022. 

“HLC is proud to continue to work with the NBDA and brand partners to support local retailers and their community events”, stated HLC CEO Patrick McGinnis. “Getting to know the Retailer, their communities and how the event they are working on will not only drive a positive impact to the cycling community, but strengthen their business as well, left all involved inspired to continue to do more in this area. By combining resources, we have proven we can do more to help retailers at a local level.” 

Retailers interested in receiving event assistance must apply for the fund via an application found on the NBDA website. To be considered for funding, events must take place between May and September 2023.  Retailers will be asked to provide specific details on their intended event and provide information on how being selected as one of the events to be funded this year would enhance their event.  NBDA, HLC, and brand partners will review all applications and determine recipients based on the proposed event. Factors for consideration could include uniqueness of event, appeal to diversity of cyclists, level of community engagement, support of local cycling infrastructure, and potential overall impact. The application period is March 10- April 8th, winners will be announced April 15, 2023. 

“Working closely with the retailers who were awarded assistance from the event fund in 2022 was an honor. The importance of retailers connecting with their local communities through retailer driven events is proven. Retailers who offer personalized customer experiences and provide opportunity for cyclists to enjoy their bicycles and gear gain extra traction in customer relationships which leads to long term profitability. We are thrilled to be a part of the journey,” commented NBDA President Heather Mason.

In 2022, the Buy Where you Ride Retailer Event Fund funded over 10 retailers’ events. For 2023, the NBDA and HLC again have not set a specific cap on the number of events that will be funded and have pledged to help as many retailers as able. Recipients will receive personalized event support from NBDA, HLC, and brand partners, cash and curated products to use on anything event related (décor, marketing, promo items), Buy Where You Ride (BWYR) digital promotional materials, BWYR event décor, introduction to HLC to facilitate brand(s) representative at the event, and pre- and post-event press coverage and event highlights showcased within NBDA, HLC, and brand partners’ website and/or social media. HLC brand partner SRAM has also pledged support of the program. 

  “For 2023 we continue to encourage retailers to be creative. All events will be considered whether they take place at your retail location, a local trail network, or other location of your choosing. Events could include group rides, clinics, races, in-store social gatherings, picnics, ice cream rides, or safety checks, just be sure it is shop driven and your unique vision,” commented Rachelle Schouten, NBDA Development Director.  

The Buy Where You Ride Retailer Event Fund is one of many programs spearheaded by the NBDA in the pursuit of strengthening the specialty bicycle retailer and leading bicycle retail to excellence. The 2023 program is made possible by generous support from sponsors, HLC and SRAM

For more information on the program please contact the NBDA here.  


The National Bicycle Dealers Association (NBDA) has been here since 1946, a nonprofit organization representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. Learn more about the benefits of being a member and join now.

HLC, a leading distributor of bicycles, parts and accessories in North America. With headquarters in Levis, Quebec and Lexington, South Carolina the company has the largest IBD reach on the continent – servicing more than 5,500 retailers with 70 sales representatives and 4 regional distribution centers.

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